Field Guide
Agents as a workforce
The operating model is the process. Five agent lanes are how that process gets built and deployed, and the guardrail that stops an agent.
Marketing executive. Systems builder.
Marketing, engineered. People and agents, measured in pipeline.
I build marketing teams, and the systems they run on. I've led teams of up to 60, and today I run marketing where much of the workforce is software. I publish every build.
Across the arc
- First CMOat a fast-growing identity security company
SecureAuth, 2017.
- Up to 60Led teams of up to 60 and budgets over $25M
Career-largest (no company attribution).
- From scratchBuilt a global company's entire digital marketing experience
Coherent, 2020–2025.
- $254MA demand engine behind $254M marketing-sourced pipeline, influencing $1B+
Coherent, 2020–2025.
- 28%Recent result: more pipeline per program dollar, year over year
Cellebrite, 2026 year to date vs 2025. Source
The methods
Three methods that travel
Operating model
The operating model.
Standardize, automate, then go agentic. Campaigns in minutes, not months.
See the flagship build →AgentsAgents as a workforce.
When agents take the repetitive work, span of control changes and people move up to strategy. Agent rosters, handoffs, and what still needs a human.
Read the guide →Growth engineeringGrowth engineering.
Orchestration reads one brain of context, skills, and outcomes. The next run starts from what the last one wrote.
Read the guide →Latest field guide
The long-form proof
Latest build
Show the build
Flagship build
Campaigns in minutes, not months.
How I turned a campaign process into a campaign system: standardize, automate, then go agentic.
Building something similar? Let's talk.